Argos rolls out Easter push for Matt Hatter Chronicles - Licensing.biz

Argos rolls out Easter push for Matt Hatter Chronicles

Retailer teams with Platinum Films for online and in-store promotion.
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Platinum Films is working with Argos for a special Matt Hatter Chronicles online and in-store Easter promotion.

Argos is running a nationwide marketing campaign across print, digital and in-store media, promoting an exclusive 'Hero Jump' Matt Hatter app during the three-week holiday period.

The campaign coincides with strong viewing figures on ITV and CITV on weekend mornings - Matt Hatter has consistently out-performed its slot average, attracting over four million individuals between January and March this year.

Episode peak was 327,000 viewers and an average episode increase of 55 per cent from last autumn's second series average.

"We are thrilled to be partnering with Argos on this multi-media initiative," said Nigel Stone, Platinum Films' CEO. "Second screen innovation is integral to the Matt Hatter brand and Argos has seamlessly aligned in-store TV advertising, digital content and more traditional printed flyers in a forward thinking campaign which drills down to the DNA of the Matt Hatter property.

"I believe this to be another step in Argos' repositioning as a digitally-led business."

The UK licensing programme for Matt Hatter Chronicles rolls out later this year, spearheaded by ITVS GE.

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